Mohammad Hashemi
Amid continuing social and economic pressures, Iran’s digital sphere—especially Instagram—has become both a powerful commercial engine and a psychological outlet for millions. Rising living costs, currency volatility, and regional tensions have strained traditional sectors, yet online entrepreneurship continues to grow. Within this landscape, Iran’s influencer economy has proven surprisingly resilient.
Different estimates highlight the scale of this market. Iranian economic outlets such as Donya-e Eqtesad and Tejarat News have reported that Iran’s Instagram-based commercial ecosystem is worth several billion dollars annually.
Their 2024 assessments place the market in the $2–3 billion range, with influencers collectively earning the equivalent of $80–$120 million per year through advertising, product promotions, and paid collaborations.
These figures vary because of currency fluctuations and differing methodologies. Still, they converge on one point: the digital audience is vast, and Instagram sits at the heart of Iran’s online commerce.
International datasets support this view. According to DataReportal’s 2025 digital-media report, Iran had roughly 48 million active social-media user identities earlier this year—well over half the population. Given this reach, it is unsurprising that marketers and small businesses have come to rely heavily on Instagram as a commercial platform.
Severe air pollution, job insecurity, and economic hardship have made everyday life increasingly stressful. In this environment, Instagram functions as a space where people can briefly step away from the pressures around them—discovering creative content, connecting socially, or testing small-scale business ideas.
This “digital refuge” offers psychological comfort and economic possibility, although it comes with complications. Filtering, intermittent speed throttling, and periodic disruptions in connectivity routinely affect content visibility and commercial activity, creating new forms of uncertainty for influencers and users alike.
A Crowded, Competitive Marketplace
Much like elsewhere in the world, Iranian influencers come from a remarkably diverse set of backgrounds—fitness instructors, lifestyle bloggers, comedians, beauty and fashion promoters, food reviewers, book critics, street vendors, and countless young people hoping to build an audience.
For many, influencing has shifted from a casual pastime to an essential income stream. At the same time, a growing number of teenagers and young adults aspire to become influencers themselves, attracted by the promise of visibility, financial independence, and the chance to break into public life—despite the reality that only a small fraction ever reaches that level of prominence.
Brands have quickly adapted to this shift. As traditional advertising channels lose traction, companies increasingly turn to influencer-led campaigns for their flexibility and cost-efficiency. Research by Iranian digital-economy analysts, including TechRasa, shows that advertising budgets have steadily moved toward social platforms despite economic and political uncertainty.
Alongside this, audience behavior has noticeably changed. Reporting from Iranian media suggests that engagement with political content on Instagram has fallen sharply in recent years, while lifestyle, entertainment, humor, and consumer-focused content have gained momentum. This appears to reflect a broader desire for relief from daily pressures rather than a turn away from politics altogether.
The rapid rise of influencer culture brings its own set of complications. Many influencers promote products or services without independent verification, and limited regulatory oversight exposes consumers to misleading claims or low-quality goods.
Curated lifestyle imagery—travel shots, fashion looks, upscale routines—can create unrealistic expectations, sometimes deepening feelings of stress or inadequacy among users already struggling with economic pressures.
Observers and civic-tech watchdogs have increasingly warned about the mental-health effects of what is often described as “glamorized lifestyle culture,” pointing to a widening gap between online aesthetics and daily life.
Opportunities Amid Challenges
Despite the risks, the influencer economy offers meaningful opportunities. Social platforms provide young people with alternative income sources, give women and home-based creators accessible routes to monetization, and help small and medium-sized businesses reach customers they would otherwise struggle to access.
Influencer-driven campaigns have built a dynamic marketing ecosystem that stays active even when traditional markets slow. And despite filtering and connectivity limits, Instagram remains one of the few spaces where digital entrepreneurship continues to grow at a steady pace.
As AI tools become more accessible, it is poised to reshape the industry further. Virtual influencers and fully AI-generated content may allow brands to streamline production, cut costs, and maintain tighter control over messaging—potentially reducing their reliance on human creators.
Notably, several Iranian businesses have already begun experimenting with AI-generated characters and automated marketing tools, signaling that the transition toward hybrid or fully virtual influence is already underway. At the same time, this shift could intensify competition, pushing human influencers to differentiate themselves through authenticity, community building, and niche expertise.
In a country grappling with environmental challenges, infrastructure constraints, and persistent uncertainty, Iran’s influencer economy has evolved into an important cultural and economic force.
It offers both practical opportunity and emotional relief, reflecting a broader move toward digital resilience. As millions turn to Instagram for commerce, creativity, and connection, policymakers face a pivotal question: how to support innovation while addressing the social and psychological effects of an industry that increasingly shapes daily life across the nation.
